Heinz Uncovers an Iconic Duo That's Been Hiding in Plain Sight

Look Familiar? HEINZ Reveals the Striking Similarity that Fry Boxes Look Like the Iconic HEINZ Keystone in New Global Creative Campaign

CHICAGO & PITTSBURGH & LONDON--(BUSINESS WIRE)--Sep 9, 2025-

Heinz Uncovers an Iconic Duo That's Been Hiding in Plain Sight

Heinz's new global campaign shows that fries and its ketchup are destined for each other.

Heinz drops first global campaign since split - Brand Innovators

Heinz continues to tout itself as an essential part of consumers’ favorite meals with a new campaign that draws a comparison between its signature ketchup’s keystone logo to the shape of most French fry takeout boxes.  The new campaign, “Looks Familiar,” is the latest effort under the brand’s overarching “It has to be Heinz” umbrella that celebrates fans’ irrational love for the signature ketchup. Iterations of the campaign have showcased people…